In the last few years, virtual streamers (ie, digital characters with human-like appearances)
have been heavily utilized in the field of livestream commerce. This work examines how …

Artificial intelligence (AI) offers digital tools that advertisers can use to create ads and
automate various advertising processes. It has reorganized and upgraded traditional …

Introduction Live streaming e-commerce is an important way for consumers to shop
nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of …

How destinations use tourism short videos to stand out in the fierce digital market is crucial.
Based on the “cognitive-affective-conative” theoretical model, this study investigates the …

Despite the growing popularity of adopting various language strategies to boost business in
online retailing and livestreaming, the effectiveness of such strategies employed by different …

This study investigates the effect of ESG advertising messages on consumer support for
ESG management in the context of travel enterprises by integrating persuasion theory and …

The current study looked at the effects of user-generated content (UGC) on brand equity,
brand equity on customer purchase intention, the mediating role of brand equity between …

Promotions not only facilitate the purchase of the primary product; they also have the
potential to promote subsequent purchase behavior. Four experiments examine the effects …

Purpose Besides the mainstream discussion around customer expectation, this study aims
to review would customer surprise be influential in up-and cross-selling. Although hotel …

This study aims to explore the interaction effect of time metaphors and destination-related
user-generated content (UGC) appeal on visit intention based on construal-level theory. The …